“…Negative self‐conscious emotions such as guilt are elicited when an individual attributes failure to an “internal, unstable, and controllable cause, such as effort” (Tracy & Robins, , p. 1348). A multitude of research has demonstrated the ability of guilt to guide a variety of decisions (Basil, Ridgway, & Basil, ; Carni, Petrocchi, Del Miglio, Mancini, & Couyoumdjian, ; Dahl, Honea, & Manchanda, ; Hibbert, Smith, Davies, & Ireland, ; Tangney, Miller, Flicker, & Barlow, , ). More recently, anticipated guilt has been shown to guide ethical purchase decisions when an individual is motivated to avoid feelings of guilt associated with choosing a less ethical option (Antonetti & Baines, ; Antonetti & Maklan, , ; Onwezen et al., , ; Peloza et al., ; Steenhaut & Van Kenhove, ).…”